Google is looking to revolutionize the way users interact through email. At a conference in Amsterdam earlier this year, the internet giant announced its plans to expand AMP (Accelerated Mobile Pages) to Gmail.
AMP is a technology that uses a modified form of HTML and CSS to speed up the load time of content-rich websites on smartphones and tablets. In bringing its power to email, Google aims to create more interactive and engaging experiences that take place within an email itself, instead of a secondary website or landing page.
Here’s how businesses and marketers could potentially use “AMP for Email”:
Dynamic Content: To ensure content is relevant, emails could automatically update with the latest promotions according to the time the email is opened.
RSVPs: When looking to schedule a meeting with “AMP for Email,” a message could be sent asking for availability, and instead of being redirected to another website, recipients could coordinate a day/time using a form found within the email itself.
Forms/Surveys: Instead of sending a customer to a separate landing page, emails could directly incorporate forms or surveys, saving the recipients time and effort.The technology takes multiple steps out of a “customer’s journey,” making conversions more likely.
Google has preemptively given “AMP for Email” access to Pinterest, Booking.com and Doodle, and it can be expected that the providers will be launching new initiatives using “AMP for Email” very soon.
Companies interested in integrating “AMP for Email” into their communication and marketing strategies can register with Google for future access. Google is expected to fully roll out “AMP for Email” later in 2018 and plans to integrate AMP into other email platforms, as well.